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Having more fans and followers has become a metric by which businesses are often measured in the social space. However, if we look at how conversations happen on social media, it has become primarily a means for broadcasting. In this session for Marketing Profs' Digital Marketing World April virtual conference on Social Media Marketing, I discussed the concept of narrowcasting and how to mine your followers for the people and conversations you're really trying to reach.

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  • We use hashtags, very often, to help filter that broadcast and also to find other conversations
  • The word has been around a long time; the overall concept is not new, and it seems every time we create a new means of communication, we have to re-learn narrowcasting/targeting/segmenting.SLIDE 16
  • Search by bio, location, other aspects. PRE-REQUISITE: You need to know who you’re trying to talk to.
  • What topics is Steve tweeting about? If he’s not involved in conversations relating to your topic, it likely isn’t worth reaching out over that topic.
  • Don’t have to just look at who’s following you, and look at different kinds of people, locations.
  • See what other topics they’ve self-selected as specialties
  • These are the topics I want to be associated with
  • Twylah helps find content in the subjects you ask them for
  • oneQube content
  • See who your friends are talking to
  • See what topics a person is talking about (not just what they *say* they are talking about) on Twylah
  • I love Tweetdeck for daily engagement.
  • Monitor your Twitter lists on Hootsuite
  • IFTTT helps me automate the small details of tasks so I can focus on *finding* the content instead of moving it from one place to another
  • Buffer allows me to schedule so I don’t bombard people with a ton of content at once.
  • Narrowcasting

    1. 1. NarrowcastingHow to Make the Most of Existing Connections.#TheLabNYC | #NarrowcastAmy Vernon
    2. 2. #TheLabNYC | #NarrowcastThis is what we’reencouraged to strive for
    3. 3. But what about these folks?#TheLabNYC | #Narrowcast
    4. 4. We Broadcast All The Time#TheLabNYC | #Narrowcast
    5. 5. But Who is Listening?#TheLabNYC | #Narrowcast
    6. 6. NAR·ROW·CASTverb (used without object)[nar-oh-kast, -kahst]To aim a program or programming at aspecific, limited audience or sales market.Origin: 1770–80, for an earlier sense; narrow (broad ) castSource: | #Narrowcast
    7. 7. Why Narrowcasting?• People follow YOU for a reasonFind out why they follow• You follow THEMfor a reasonGrow your network through their relevantconnections• Not everyone wants to re-engageFocus on those who do#TheLabNYC | #Narrowcast
    8. 8. 1. Researchwho you follow and what they are interestedin broadcasting/talking about2. Engage the followers you have by finding content ofinterest– Sometimes, it’s re-engaging by re-tweeting their content3. Grow your network by tracking which of their followersthey engage with regularly or are of interest to you…Extending engagement will continue to grow your network.#TheLabNYC | #NarrowcastRESEARCH + ENGAGEMENT = GROWTHNarrowcasting Formula
    9. 9. Find therightpeople#TheLabNYC | #NarrowcastRESEARCH + ENGAGEMENT = GROWTHFind the right people
    10. 10. #TheLabNYC | #NarrowcastRESEARCH + ENGAGEMENT = GROWTH
    11. 11. #TheLabNYC | #NarrowcastRESEARCH + ENGAGEMENT = GROWTH
    12. 12. #TheLabNYC | #NarrowcastRESEARCH + ENGAGEMENT = GROWTH
    13. 13. #TheLabNYC | #NarrowcastRESEARCH+ ENGAGEMENT = GROWTH
    14. 14. #TheLabNYC | #NarrowcastRESEARCH+ ENGAGEMENT = GROWTH
    15. 15. #TheLabNYC | #NarrowcastRESEARCH+ ENGAGEMENT = GROWTH
    16. 16. #TheLabNYC | #NarrowcastRESEARCH+ ENGAGEMENT = GROWTH• Daily routine (startwith 10 minutes aday)• List creation (easywith the right tools)• Schedule tweets tokeep themomentum going
    17. 17. #TheLabNYC | #NarrowcastHow? Tools!GROWTH (Schedule, Share & Repeat )ENGAGEMENTRESEARCH
    18. 18. #TheLabNYC | #NarrowcastTools for RESEARCH + ENGAGEMENT = GROWTH
    19. 19. #TheLabNYC | #NarrowcastTools for RESEARCH + ENGAGEMENT = GROWTH
    20. 20. #TheLabNYC | #NarrowcastTools for RESEARCH + ENGAGEMENT = GROWTH
    21. 21. #TheLabNYC | #NarrowcastTools for RESEARCH + ENGAGEMENT = GROWTH
    22. 22. #TheLabNYC | #NarrowcastTools for RESEARCH + ENGAGEMENT = GROWTH
    23. 23. Internet Media Labs is single-minded in itsdrive to create technology & services thatfocus on relevance, the social web and theenterprise.About Us#TheLabNYC | #Narrowcast
    24. 24. As General Manager of Social Marketing forInternet Media Labs, Amy helps IML’s clientsmake the most out of their social marketing• 20 years in newspaper journalism• Part of the 1993 Pulitzer-winning MiamiHerald staff• Top female submitter of all time on• Secret passion: | #TheLabNYC | #NarrowcastAmy